火锅成餐饮红海战场，如何在竞争中立足
2017年年中，餐饮业年度大数据白皮书其中有个品类走势：在餐饮业大大小小几十个品类中，火锅占了餐饮业年度总收入的22%，火锅成为餐饮业的吸金王，并且在未来几年，火锅依然是餐饮业的重头戏。
餐饮中的火锅行业，将成为未来的红海，也势必会流入大量火锅经营者，这是一个巨大的机遇，同时也会面临巨大的竞争带来的挑战。
市场是由顾客需求、商家行为等多方激烈交锋而成的大战场，火锅也有可追溯的根源，其消费需求也较为稳定，各方数据表明，消费者对火锅的喜好逐年上涨，在思考火锅为什么能在快餐、正餐等多品类中杀出重围并深得顾客恩宠，还得从顾客的消费心理和需求出发，而商家理清这一思考后，就可以用好这个思考结果来为自己获利。
从顾客的心理出发，我们思考他们为什么会在众多餐饮品类中选择火锅。
火锅的多样性
不管是以“麻、辣、烫”著称的重庆火锅是南派风格，还是以涮羊肉为代表的北派火锅，或者是沿海地带的滋补海鲜火锅，亦或江浙地区独有的菊花养颜火锅，在交通、互联网发展的今天，城市化生活让来自各地的人聚居在一起，自然就带着各自的美食习惯互相融合。不要说说火锅的种类，单单是火锅的多种多样的主菜、配菜体系，在消费者看来，火锅是他们在一餐中可以吃到最多菜品种类的业态之一。所以，消费者越来越爱吃火锅也是基于火锅食材的丰富程度。
说起火锅的食材，一般分为锅底、肉类、丸子、豆制品、菌菇、主食、饮品和一些特色菜，从产地到做法，将这些食材特色化，品牌优势就来了。
火锅的社交性
火锅是一个和产品有着超强互动性的消费品类，顾客需要和同伴选上心心念念的主食、副食，然后慢慢等食材由生变熟，不同食材间的不同烫煮时间马虎不得，期间正好和小伙伴一同监督，这样一来，关注度就到了食物上，在时间的搭配下，社交体验就上来了。
所以在考虑菜品价格的利润上，可以利用火锅的社交属性开发出优惠的团餐，适合多人就餐的套餐价格能和火锅的社交属性相得益彰。（广告：从龍火锅为聚餐的团体特推出“团拜宴”优惠套餐，8~10人餐原价577元，优惠价432元，机会不容错过哟）
火锅的健康性
火锅与其他餐饮的属性比较不同的一点，它是销售生鲜食材的一个行业，顾客看着自己点的食材亲自煮熟，生鲜食材对于卖相的要求极高，是不是好食材在上桌就能看得出来。
总之，火锅能成为一个持续上走的品类，其自身的优势比较明显，在明确消费者对火锅的心理活动后，商家就可以针对此情况做出一番应对。火锅的优势在于满足了顾客对口味、产品、社交这三重需求，消费者独爱火锅的心理也离不开这些优势，将顾客的消费体验细分，单刀直入地去满足顾客的消费需求，好的品牌效应自然就此形成。
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